QR codes have come a long way. They were originally used to track parts in car factories. Today they're one of the smartest ways for brands to connect with consumers, right from the product itself.
Scanning a QR code has become an everyday habit for millions of people, from restaurant menus to boarding passes. That shift in behaviour is a big opportunity for marketers.
For FMCG brands in particular, QR codes turn everyday packaging into an interactive touchpoint that drives engagement, gathers data and delivers real results.
The QR Code Shift: From Static to a Live Marketing Channel
The current wave of QR code use is dynamic, interactive and fully integrated with marketing strategies.
As Forbes has highlighted, modern QR campaigns can personalise user journeys, track performance in real time and change content instantly.
In short: it's not just a code. It's a live marketing channel.
Brands are moving beyond generic links to offer tailored experiences, adapt their messaging on the fly and even add AR or gamified elements, all from a single scan.
Where QR Codes Belong: Smart Placement That Drives Action
For QR codes to work as a marketing channel, placement needs to feel natural and effortless. It's about being visible at the right moment in the customer journey.
In FMCG, the most obvious and effective spot is the packaging. When someone picks up a snack, a drink or a beauty product, they're already engaging with the brand. A well-placed QR code on the front or back can invite them into a digital experience, whether that's voting for a new flavour, entering a competition or revealing a surprise reward. It adds value without asking for extra effort.
Out-of-home advertising is another strong placement. Billboards, bus stops and digital screens can carry QR codes that drive instant engagement, especially with bold visuals and a clear reason to scan. A poster becomes more than a message. It becomes an entry point to something interactive and measurable.
For eCommerce brands, QR codes work both before and after purchase. Inside shipping boxes, on thank-you cards or in confirmation emails, a QR code can lead to a loyalty campaign, a gamified upsell or a personal thank-you. These placements extend the experience beyond the transaction.
A Great Example: KiMs Turns Up the Volume
KiMs got it right with their QR code campaign, combining snacks, music and interactivity in a way that's hard to ignore. Together with DJ Martin Jensen, they launched a new crisp flavour and a remix challenge that invited fans to vote for their favourite and join in.
They brought it to life with Scratcher's vote game format, a simple, interactive way to capture opinions and drive participation in real time.
By scanning a QR code on the crisp bag, customers can:
- Listen to music made from the sound of crunching crisps
- Vote for their favourite remix
- Enter daily to win prizes, from exclusive experiences with Martin Jensen to summer festival tickets and more
It's a fun, creative way to add value to the product and make the brand more memorable. Check out the KiMs Remix campaign.
Campaigns and Ads (Digital and Offline)
- Out-of-home (OOH) ads: billboards and bus stops with "Scan and play to win instantly"
- Magazine or print ads: interactive product demos or brand storytelling
Turning Physical Spaces into Interactive Touchpoints
At cinema premieres, in-store events or brand activations, QR codes make it easy to turn foot traffic into engagement, while brands collect real-time insights and zero-party data.
Placed near displays or checkouts, they add to the experience without disrupting the flow.
Why QR Codes Work
We all want things to be fast, easy and just a scan away. That's why QR codes have made such a strong comeback. They're the perfect bridge between offline and online, turning anything from packaging to posters into an interactive experience.
One quick scan and your customers can enter a giveaway, claim an exclusive offer or play a game. No app, no typing, just instant access.
For brands, QR codes turn static materials into real-time marketing channels. You can update content on the fly, see who's engaging and gather valuable first-party data, all while keeping your campaigns fresh and measurable.
Getting Started with QR Code Campaigns
QR codes help you connect, convert and keep the conversation going. With Scratcher, you can share any campaign through a QR code on packaging, posters, receipts or in-store displays. People scan, play on their own phone and sign up, no app needed. See more ideas for consumer goods brands, or start a free 14-day trial and launch your first scannable campaign.
